The Role of Digital Methods and Communication Channels in the Formation of an Employer Brand in the Perception of Students with Work Experience

The purpose of this work is to study the perception by students, having work experience, of the of digital channels’ role that are used by the companies to attract applicants. Based on the analysis of scientific publications, the work reflects theoretical aspects of the opportunities and limitations for developing an employer brand in the digital environment, as well as the results of an empirical study aimed at examining the relevance and effectiveness of digital channels usage while building HR-brand in the eyes of modern students. Empirical data were collected via an online survey of students, who have work experience in companies, a sample consists of 80 people. Verification of hypotheses was carried out by correlation analysis of the obtained data. According to the results of the study, practical recommendations for companies regarding decisions on the need to introduce digital methods of interaction with young job applicants were prepared as well.